Italian authorities are currently investigating beauty brands Benefit and Sephora for allegedly employing a "particularly insidious" marketing strategy, specifically using young influencers to market skincare products to children.

The Italian Competition Authority (AGCM) stated that it has launched an investigation into the parent company of these two brands—luxury goods giant LVMH—suspecting the group may have attempted to sell anti-aging treatments to children under 10.

A related report points out that such practices by the LVMH Group could fuel so-called "beauty obsession"—an obsession that experts believe is becoming increasingly prevalent among young people and could even develop into a full-blown "beauty addiction."

In a statement, the LVMH Group said it would "fully cooperate" with the authorities' investigation, but declined to comment further as the investigation is ongoing.

The Italian Securities and Exchange Commission revealed that, as part of the investigation, its staff, along with the Italian Financial Police, conducted inspections of the Italian headquarters of the LVMH Group and Sephora on March 26.

The report indicates that these companies "may not have explicitly stated" that the cosmetics they sell are not designed for children; instead, they "appear to encourage children to purchase them through covert marketing strategies involving young micro-influencers (with thousands of online followers)."

At the heart of the investigation is "potentially unfair business practices" related to children's premature use of adult cosmetics, including "encouraging children under 10 to purchase face masks, serums, and anti-aging creams."

Sephora boasts a massive following on social media platforms, with nearly 23 million followers on Instagram and over 2 million on TikTok. The brand has been central to the "Sephora Kids" social media trend, where children share their skincare routines and shopping experiences at Sephora.

Hundreds of related videos have already circulated, showing children buying and showcasing skincare products, tagged with hashtags like "Sephora Kids Shopping Sharing" and "Sephora Kids GRWM (Get Ready with Me)."

The Association of Children's Skincare Products (AGCM) and the British Association of Dermatologists have both issued warnings, explicitly stating that skincare products can harm children's skin. Experts further explain that these products may cause irritation, allergic reactions, and in some cases, even permanent skin problems in children.

The Italian Competition Authority (AGCM) added that important warnings for children on Sephora and Benefit products "may be omitted or presented in a misleading manner."

LVMH Group, which owns brands in multiple categories including wine, fashion and jewelry, stated: "All companies reiterate their commitment to strict compliance with applicable Italian regulations."